基于4P营销理论的消费者有机农产品购买行为研究

发布时间：2018-02-04 21:16

本文关键词： P营销理论环保意识有机农产品　出处：《商业经济研究》2015年29期 　论文类型：期刊论文

【摘要】：有机农产品是一种新型的"生态食品",本文依托于经典的4P营销理论,首先试图验证有机农产品的产品特性、价格、渠道、宣传等因素对消费者购买行为的影响;其次,加入消费者的环保观念这一变量,探究4P营销理论中的关键因素在该变量的调节下会如何作用。通过实证研究,本文的主要研究结论有:有机农产品的产品特性、价格、渠道、宣传对消费者购买行为均具有正向作用,其中产品特性的影响最大;在消费者环保意识的调节下,有机农产品的价格对消费者购买行为的作用效果有了显著变化。本文的研究意义在于,研究为传统4P理论在现代社会的应用提供了实践证明;企业可以根据研究结论有的放矢地制定更为高效的营销策略;最后为将来继续研究有机农产品的市场发展奠定了基础。
[Abstract]:Organic agricultural products is a new type of "ecological food". Based on the classical 4P marketing theory, this paper first tries to verify the characteristics, prices and channels of organic agricultural products. The influence of publicity and other factors on consumer purchase behavior; Secondly, add the consumer's concept of environmental protection this variable, explore the 4P marketing theory of the key factors in the regulation of this variable will function. Through empirical research. The main conclusions of this paper are as follows: the product characteristics, prices, channels and propaganda of organic agricultural products all have positive effects on consumers' purchasing behavior, among which the product characteristics have the greatest influence; Under the regulation of consumers' awareness of environmental protection, the effect of the price of organic agricultural products on consumers' purchasing behavior has changed significantly. The research provides practical proof for the application of traditional 4P theory in modern society. Enterprises can make more efficient marketing strategies according to the conclusions of the research; Finally, it lays a foundation for the further research on the market development of organic agricultural products.
【作者单位】：重庆青年职业技术学院基础部数学教研室;
【分类号】：F713.55;F323.7
【正文快照】： 引言食品问题在我国历来都是人们关注的焦点,每年的“3·15”消费者权益保护日有关食品安全的问题向来是各大主流媒体报道的重头戏。水泥核桃、三聚氰胺、注胶虾、烂果门……各类食品安全丑闻层出不穷。在这种情况下,以绿色健康为主要卖点的有机农产品受到了消费者的青睐。企

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